Communal computing: the iPad changes everything. Again. Because tablets are designed for collaboration and work, not just you.

[Update 11 July 2011: Brian: I am moving this post from December to the front page because I can. I still think it's relevant.]

Another day, another Blackberry Playbook demonstration. This time, it was the CEO, the chubby more French-like one, showing off the still unavailable device at the insufferably designated D: Dive into Mobile conference. (God bless Steve Jobs's Jobsian tolerance for his ability to maintain an open, ongoing relationship with that curmudgeonly dick Mossberg, but that's for another post.)

Before you raise objections about this being an I-JUST-LOVE-APPLE post, understand this: that's beside the point. Fact is, from what I've seen, I dig the Playbook, Flash and all. If someone gave me one, I'd be happy. But it simply will not be as good as iPad. Having never used it, yes, I can make that statement with no fear of being proven wrong. Simply because sometimes it's clear that Steve Jobs is at least a parsec or two ahead of the competition. I'll try and break this down because Jobs has made a number of complete, truthful statements re the iPad. However, there's always something he leaves out during his presentations or follow-ups but yet, magician-like, does something that ought to be obvious yet he distracted us so we walk away unaware of what has just happened.

Maybe that doesn't help. A football analogy, perhaps. It's like Bill Belichek, coach of the New England Patriots. He already has one of the best teams in the league. He ought to have no draft choices of any import. Yet, somehow, in a late round, he gets a kicker by the name of Zoltan Mesko, for a handful of beans. This is a kid who will likely be on his team for more than a decade and will play an integral part in limiting the potential of the other team's offense. He's got hall of fame potential, seriously. You have to ask: why the hell didn't anyone else pick up this guy? Because, frankly, Mr Belichek is one or two steps, at least, ahead of his competition, and they were all busy filling existing needs.

The iPad has been out less than a year. For all its wondrousness and limitations, what we took away most from its release was the price. Here was Apple offering a netbook/laptop killer for around $500. Most of us were certain it would be at least $1,000. By spring 2011, a newer, lighter, more powerful, more functional version of the iPad will be available, at the same price and with a similar form factor to iPad 1. We good so far? Okay, if Apple can give us a $500 iPad then really, they can sell it  for $400. And 18 months after that, it can be had for $250, same form factor.

And, dear reader, it is the combination of price plus form factor that is crucial here.

First, we must think of the computer (PC). It may not be very personal, but it is made for the individual. Same goes for the laptop. Same for a netbook. Same for a smartphone. The iPad, however, is *communal*. Actually, more than that. The iPad is at once both personal and communal. This has never before existed in computing and it is the combination of price and form factor that makes it so. The iPad is another Apple trebuchet that will destroy barriers, gates, walls and re-make the current state of computing.

Recall how Blackberry execs angrily responded to Steve Jobs when he tweaked them and others over their planned 7 inch Android tablets. Jobs noted that for watching videos, reading, playing games, that the 7 inch just didn't work. Apple had tested multiple form factors and Jobs haughtily noted that the singular iPad, at 10 inches, was just right. Bullshit, said Dell. Non said Blackberry. Not so, said Samsung. All of whom are offering smaller tablet computers. Only, here's where I think Jobs is putting on a magic trick. These other companies are building tablets for *personal* use. In such a case, a 7 inch form factor may be just fine. Not great, but fine. It fits more easily in your hand. If lying commercials are to believe, one need only wear baggy cargo pants and one can carry the tablet with them. Tablet and smartphone, together. Which doesn't seem to make much sense to me, but to each his own.

However, this smaller form factor remains inherently *personal*. We do not need another personal computing device! We need a collaborative computing device. Work is changing. Technology is changing. And only the iPad offers communal computing. At work, we collaborate, more and more. The iPad is designed for this. It turns on instantly, it's highly intuitive, fully loaded, no training required and, as it's not personal per se, encourages being passed around. As the price continues to fall, iPads can be placed in every meeting room, every open space of every company. You can place them at the receptionist's desk, in waiting areas. At the doctor's office, you can fill in your information then hand it off to the next patient. At the restaurant you can use one to review the menu and stay occupied as you wait for a table, then pass it to the group that just walked in the door.

People smarter than me will no doubt discover and create multiple uses for the iPad. I'm just surprised that all the smart people at RIM and Samsung and elsewhere, however, have whiffed on the inherently communal/collaborative nature of the iPad. It is the first computer for a new age of work, for a newly designed workplace. On a features level, Google et al aren't going to allow Apple to enjoy a year-plus lead in technology. From what I've witnessed, however, is just like with the iPod, they are ceding a year or more in the *positioning* and user embrace of the technology.

A tablet should not be inherently personal. We have our smartphones for that. The tablet adds little to our work and personal lives when designed and offered as essentially a larger smartphone. *The killer app for the tablet is collaboration.* Passing it from hand to hand, person to person; team to team, that is its larger purpose. Right now, I see no one but Apple that understands this. Forget the cool, fun ads that make you lust after an iPad. Ignore rumors of a 7 inch iPad. If released, that's just Apple trying to not leave money on the table.

The iPad is a new device for a new market that has a new purpose. Take one down, pass it around.

"I brought mine!"